StoryFutures China: UK-China Transnational Strategic Partnership for Immersive Storytelling in Museums and Cultural Institutions

StoryFutures China：中英博物馆和文化机构沉浸式故事讲述跨国战略合作伙伴关系

• 批准号: AH/T011394/1
• 负责人: Vanja Garaj
• 金额: $ 61.62万
• 依托单位: Brunel University London
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2020
• 资助国家: 英国
• 起止时间: 2020 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=AH%2FT011394%2F1
• 关键词: StoryFutures; China; UK; Transnational; Strategic

StoryFutures China brings together two of the world's leading cultural institutions - The National Gallery in the UK and Shanghai Science and Technology Museum in China - to research, prototype and develop immersive storytelling experiences that both enhance visitor experiences on-site as well as allow for the Gallery and the Museum to take experiences to the audience, wherever they are in the world. This groundbreaking collaboration will create two audience-facing immersive prototypes, one at each location, that are specifically designed to speak to local audiences as well as travel to their counterpart institution in the UK or China. In so doing, StoryFutures China will facilitate a new level of cultural exchange between the two countries by promoting an approach to visitor experiences that has the international visitor in mind as much as the nation's citizenry. Themed around a concern with "art in science" and "science in art and", this collaboration will enhance and translate artworks and historical artefacts for visitors by using immersive technologies to provide additional layers of informational depth and emotional engagement by revealing the stories behind some of each countries' national treasures. This project addresses major challenges for both the UK's and China's creative and cultural industries by examining how the disruptive capabilities of immersive technologies can be harnessed to produce new audience experiences, business models and cultural value that can drive economic growth in both countries. It draws on the unique strength and position of the successful StoryFutures project, funded by the UK's Industrial Strategy Challenge Fund, including a well-established collaborative model with The National Gallery, to promote an open innovation approach to developing immersive storytelling prototypes that respond to clearly identified audience behaviours and needs. By utilising StoryFutures' open innovation framework, this project will introduce novelty into large organisations' supply chains, develop new business models and create immersive prototypes that can be experienced and tested by thousands of visitors to promote better understandings and cultural exchange between countries. Moreover, the prototypes will stand as "use cases" for future collaborations between the UK and China and, within each country, represent scalable opportunities for the growing visitor experience economy at cultural and commercial institutions. In so doing, the project underscores the role of cultural institutions in promoting growth and innovation in the wider creative economy. By focusing on the themes of "art in science" and "science in art", StoryFutures China develops an area of major concern in both museums and art galleries, brokering a relationship that is collaborative rather than competitive. By bringing together cultural institutions from across sectors, the project will promote best practice and knowledge exchange in how best to harness the disruptive technologies of AR, MR and VR for visitor experiences and how to reach audiences away from the physical location of each institution. The project draws on the world-class research in design at Brunel, storytelling and audience insight at Royal Holloway and the long-standing expertise in the immersive tech by Shanghai Foremost Group. In particular, it builds on the success of the Virtual Veronese prototype developed by StoryFutures and The National Gallery: the insights from this project revealed that whilst an experience could uniquely blend the physical and the digital for visitors on site in the use of AR, the potential for VR was to take the Gallery to the audience wherever they may be.

中国的故事形式汇集了世界上两个领先的文化机构 - 英国的国家美术馆和中国的上海科学与技术博物馆 - 研究，原型和开发沉浸式的讲故事经验，既可以在现场增强游客体验，又允许画廊和博物馆为世界所在的地方带给观众的体验。这种开创性的合作将创建两个面向观众的沉浸式原型，一个在每个位置，专门设计用于与当地观众交谈，并前往英国或中国的同行机构。这样一来，中国的故事形式将通过促进访客体验的方法来促进两国之间的新文化交流水平，而访客体验的方法与国际访客一样。这项合作以对“科学艺术”和“艺术中的艺术”和“科学”的关注为主题，将通过使用沉浸式技术来增强和翻译访客的艺术品和历史文物，通过揭示各个国家的一些国家宝藏背后的故事，从而提供更多的信息深度和情感参与。该项目通过研究如何利用沉浸式技术的破坏性能力来产生新的受众经验，商业模式和文化价值，从而解决英国和中国创造性和文化产业的主要挑战，从而促进两国的经济增长。它借鉴了由英国工业战略挑战基金（Industrial Strategy Challenge Fund）资助的成功故事形式项目的独特力量和地位，其中包括与国家美术馆建立了完善的协作模型，以促进开放的创新方法来开发沉浸式的讲故事的原型，这些原型响应清楚地识别出受众的行为和需求。通过利用Storyfutures的开放创新框架，该项目将将新颖性引入大型组织的供应链，开发新的商业模式并创建沉浸式的原型，这些原型可以由成千上万的访客可以体验和测试，以促进国家之间的更好理解和文化交流。此外，这些原型将作为英国和中国之间未来合作的“用例”，在每个国家内，代表了不断增长的文化和商业机构的游客体验经济的可扩展机会。在这样做的过程中，该项目强调了文化机构在促进更广泛的创意经​​济中的增长和创新方面的作用。通过专注于“科学艺术”和“艺术科学”的主题，中国在博物馆和美术馆都引起了人们关注的主要关注领域，创造了一种合作而不是竞争性的关系。通过将各个部门的文化机构汇集在一起​​，该项目将促进最佳实践和知识交流，以最好地利用AR的破坏性技术，MR和VR的颠覆性技术，以供访客体验以及如何吸引来自每个机构的物理位置的受众。该项目借鉴了布鲁内尔（Brunel），皇家霍洛威（Royal Holloway）的讲故事和观众洞察力的世界一流设计研究，以及上海最成年小组的沉浸式技术专业知识。特别是，它建立在故事图和国家美术馆开发的虚拟Veronese原型的成功之上：该项目的见解表明，尽管体验可以独特地融合AR中现场的访客的物理和数字化，但VR的潜力是将画廊带到任何可能的观众。